WHO

WHAT

In 2006, Aliph introduced Jawbone, a sleek earpiece with NoiseAssassin technology. Jawbone’s latest rendition, the Icon, is available in six different ‘character’ shields with names like ‘hero’, ‘bombshell’, and ‘ace’.

NEEDS

While developing the Icon line, fuseproject listened to consumers’ calls for sustainable products and adapted with new styles and materials, even in the packaging. “Environmental responsibility is part of the equation,” explained Hosain Rahman, co-founder of Aliph. “That starts with how you lay out your circuits to how you show the product on the shelf at packaging.” The challenge for Yves Béhar and his fuseproject design team was to significantly reduce the amount of material used in the new Aliph Jawbone Icon pack while maintaining the brand image established by the original Jawbone packaging.

MATERIAL

Inspired by a medical syringe made from Eastman Eastar copolyester, fuseproject designers were able to achieve a near zero degree draft angle in the side walls of the new packaging by switching from polycarbonate to Eastman’s Eastar™ copolyester. fuseproject designers achieved a 68 percent reduction in plastic as well as a 360º view of the ear-wear inside the museum-like pack, a quality that is essential to the Jawbone consumer experience. Béhar explained, “When we decided to go away from polycarbonate, which has the advantage to be extremely clear, we worked closely with Eastman to use a material that would give us the clarity and also the capability of manufacturing the square design.”

SUCCESS

“We reduced our plastic footprint while maintaining a premium, quality feel,” said Rahman. “This was a challenge, and we're quite pleased to be able to deliver this level of clarity while really staying true to what the brand is all about.”